How do you make people aware of driving drunk when they don't think it's a big deal?

How do you make people aware of driving drunk when they don’t think it’s a big deal? The $73,000 Bar Tab, a smart guerrilla marketing campaign executed by Bar Aurora and Boteco Ferraz with Ogilvy Brasil did. Two years ago, Brazil instituted a zero tolerance drunk driving policy, with 35,000 alcohol-related accidents  counted in the last year alone.

Adding itemized emergency services, the actual cost of drunk driving to customer bar tabs was a wake-up call on the outcome of driving home that night. Garnering angry reactions was the strong statement that made bar goers think twice, the point of this viral campaign which created awareness about the perils of drunk driving. $73,000 Bar Tab

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